Submitted by :Aiyar Ravi Kumar (Roll no 8005)

EXECUTIVE SUMMARY

Product :The washing machine that does not need water

A British company Xeros has invented a washing system using innovative technology
based on research carried out at University of Leeds.

The washing machine is able to save a lot of water of water using carbon beads and also
negates the need to tumble dry the clothes which which positively impact the
environment lowering carbon emissions as well as lessening the pollution of land and
waterways.

The company's objectives is to create awareness of this innovative technology which is a

futuristic as well as environment friendly also helping reduce the carbon foot-print.

MARKETING STRATEGY

Innovative new technology products, are considered cutting-edge and generally these
products have limited market size potential. Through time, these products are surpassed
technologically, and are dispersed through the marketplace or become obsolete.

Such innovative products which break from tradition/standardization often require

extensive market adaptation in marketing strategy to gain acceptance. Due to the limited
acceptance, global market potential and newness of the product, I believe that localized
strategies may be most effective on product introduction.

My marketing strategy will be to encash on the breakthrough idea-the power of Polymer

cleaning using 90% less water than traditional washers

Buzz words like "latest invention" ,"re-syllable nylon beads" ,"energy saving", "low
carbon" and "non polluting" used in brochures/ads are sure to capture and draw the
imagination of discerning initial adapters who may venture, imbibe, experience and
propagate the technology to others.
The marketing strategy has been formulated keeping in view the overall objective of
Xeros to be perceived as a unique product-service provider in its sphere of business

1)Adopt a "differentiation strategy"- thereby stand out in a crowd and lay emphasis
on brand image, proprietary technology, special environmentally friendly
features, superior service.

2)Stimulate "environmental friendly" products which impact the industry positively and
attract government support for the technology in term of subsidies and licensing and
taxation benefits

3) Since this product is the latest invention-new technology, the external industry
competition in all likelihood will be minimal and the company will have to really
strive hard in changing the mindsets of people to adopt and adapt to the new
technology.

Address barriers to purchase of new products which may arise in customer minds:

Product characteristic and decision process:

Buyers purchasing Xeros wich is an innovative technological product will percieve high
difference between any other existing brand and may experience high un-certainity since
it is an “untried” brand.

Our marketing strategy is all about changing behaviour and creating a desirein him to
adopt to innovative technology which will save him cost of operation and energy
consumption as well as reduce the carbon foot print-environment friendly.
The marketing campaign revolves a new washing system which promises to save lot of
water and less use of detergent.
If we talk about ingredients to marketing this innovative product can be in anticipation
where consumer requirements change all the time .Anticipation involves looking at the
future as well as at the present i.e. what will be the Next Best Thing that people will
require tomorrow.
Consumers adopt different decision processes for different products and under different
situations.
The new washing system can be in extended problem solving where purchase is
considered as a high importance to the buyer .It’s found that this process occurs only in
case of complex and high priced products where brands are perceived to be different and
are associated with a high degree of uncertainty. In complex decision making the buyer
evaluates the product using choice criteria
Promotion
Following factors will be emphasized and highlighted to the consumer

Performance : This criteria use the effectiveness of the product i.e. free
demonstration of the product
Environment friendly: Reduce the carbon foot print, less polluting
Economic criteria: Energy saving,low water consumption
Adaptive: The criteria check on the consumers buying context i.e. free trials,
assurance

Marketing challenges & Prospects

It’s in development & introductory stage.
Require lot of awareness
High involvement.
Review the strength and viability of the product/service development program

Customer Services

-The assurance and availability of technical support to service the product

- Accessibility of service outlets for the customer
- The reputation of the enterprise for efficient problem solving and availabity of spare
parts.
SELLING STRATEGY

The sales strategy is crucial to help assist customers make satisfactory purchase decisions
and should address the following customer concerns:-

- Describe the product in accurate detail

- Help customer understand the difference with existing standard products in
market
- Avoid confusing or pressure tactics to pressurize customer into buying
- Create awareness by participation in trade exhibitions as well as display product
in multi-brand outlets with technically sound sales staff on hand to explain
product features.
- Appraise customer the cost benefit analysis

Target group: INDUSTRIAL & DOMESTIC USERS

Stage in decision process How to address (what needs to Cost effective option
be done)

Awareness set Free demonstration Road shows

Free Trials Display at Multi-brand
stores

Interest (information search) New technology T.V/Brochures

Going Green
Evaluation Cost benefit analysis Road shows/exhibition
Resource saving Free trials
Result oriented demonstration
Time utility Immediate Channel
Time between Desire &
purchase
short

Possession utility Reassurance product Pride of possession ads

performance
Highly valued product
Green concept
Place utility Delivery site Multi brand store
EVALUATION CRITERIA FOR COMPANY SALES FORCE

Since the product is innovative, adopting cutting edge technology, an evaluation criterion
recognising the effort of the salesman should be designed and incorporated.

The effort of the salesman is a function of the customers perception of the technology and
hence the product, consumer decision process, specifically the way customers evaluate
the quality.

The evaluation criterion should ideally based on the Product life-cycle specifically being
upgraded along the following lines:

-Introductory phase:
As the product is generally evaluated on search attributes, the effort of the sales force
should be directed to creating awareness and interest for the product.
The salesman effort in making the product visible for the customer and hence be in his
consideration set should be recognized

-Growth phase:
In this phase, since the consumer will judge the product on attributes like
quality/service/reliability etc the sales force should concentrate efforts in adding new
dealers/customers.
The sales force hence needs to be evaluated on new dealers/outlets added other than
primarily only on sales.More credence should be given to salesman formaintaining
existing dealer network,timely handling of after-sales complaints, relationship with
network .

Maturity phase:

The evaluation criteria in this phase should be to maximize value, not in terms of sales.
Consumers will evaluate the product on experience attribute and hence it will be
necessary for salesman to concentrate on ensuring adequate supply at POS, maintaining
after-sales service, instilling credence in customers by building rapport and trust.
 Search Attributes Experience Attributes Credence Attributes

Maturity (High Customer base ( Repeat

Component) customer)

Growth

(Moderate Obj:Positive word of

Component) mouth
Evaluation criteria is no.
of complaints handled

Introductory stage Awareness Live demos

(Less Component)
Visibility Samples(trial to test the
product thereby pushing
possession utility)

Once the evaluation criteria is finalized,the company should set targets and develop
performance appraisal methods .